Branding, Branding Integration & Design
KIMMERLE GROUP & KIMMERLE Branding Studio
Branding Studio The design of an interior space includes many parts and pieces. We consider it a series of layers overlaid on the core design. As architects and interior planners, we imagine a space both in two and three dimensions. As we draw the space in plan using two dimensional tools, our brain is creating and thinking about all sorts of layers. Heights and thicknesses of walls, colors, drops and uplifts in ceilings, materials, volumes of space, light penetration into the space, visual connections through glass, etc. We imagine how someone moves through the space and sees it unfolding before them. Part of the experience is seeing specific images about your company or intuiting connections related to your business or activities. We have always considered the branding integration of a space as a critical part of the design. There is the physical framework of the mechanical, electrical, and cabling infrastructure, the walls and ceilings, then colors and finishes overlaid, furniture and equipment set into the spaces, and then what is seen attached to all those surfaces. The best branding is an integral part of the design. What is branding integration? It’s the physical manifestation of who you are, the message you are sending to your end users, your staff, and the world. It’s your historical context, your business credos, your company’s goals, pure marketing messages, welcoming content, information about who you are. What form does it take? Many forms. It can be framed pieces, images of your work or product, actual materials you produce, simple cases or graphics, materials embedded right in the physical walls, applied to glass, wrapped onto columns, history walls. What are the steps: 1. Collect information on your firm, which may include: Company goals Credos Sales targets Marketing information Corporate graphics, fonts, logos Stylistic and graphic standards Company colors Clear and accurate information on what your company does Historical information and key events Most important sales, or products What you deem important to message to your employees
2. Listen to what your desires for possible inclusion in the design of your space might be. This might be as simple as saying you would like to have a list of the folks you do business with up on the wall, or a company history wall, or just marketing information, or as complex as making your space a total sales and marketing experience. We look for INSPIRATION. A big part of branding your space makes it an effective tool not only for outsiders, but also to inform your staff, including tracking new employees, using it to help educate them, and to motivate them. We find branding integration typically introduces much new information to staff they were not aware of, which can only help your bottom line, as they are better equipped. 3. Interpret and conceptualize how to include branding integration design in your space. This can include a myriad of possibilities, from signage, applied material on wall surfaces, columns, glass, images, words, history walls, transparency images, iconic objects, logos integrated into the design, use of your products in the space, use of your corporate colors in the space, and just pure INNOVATIVE ideas. We present a series of ideas and how we would locate them in your space. 4. IMPLEMENTATION. Once we have the concepts set, we assist in getting them done. We can design and prepare artwork for production, detail image mounting systems such as standoffs and cable systems, create design cases for display, detail material and color components, and even arrange for the actual production and installation of the branding and signage elements for a full and complete setup.
A.1
E.1
D
B
C
Second Floor Branding Plan
A
Elevator Lobby Company ID Wall
B
Second Floor Lobby Bench
C
Medical Music Wall
D
Capsule Wall
E
Branding Wall
F
Slogan Wall
G
Public Signage
H
Main Reception
J
History Wall
1
Chemistry Wall
Grass Benches
VENDOR MUST FIELD VERIFY ALL DIMENSIONS AND CONDITIONS PRIOR TO FABRICATION. SAMPLES MUST BE SUBMITTED FOR APPROVAL PRIOR TO FABRIC
Second Floor Pla
SAMPLES MUST BE SUBMITTED FOR APPROVAL PRIOR TO FABRICATION. VENDOR MUST FIELD VERIFYIntegration ALL DIMENSIONS AND CONDITIONS PRIOR TO FABRICATION. Shionogi Inc. Headquarters Branding
F
Lighted Capsule Wall
Atrium Beyond
A
Elevator Lobby Company ID Wall
B
Second Floor Lobby Bench
C
Medical Music Wall
D
Capsule Wall
E
Branding Wall
F
Slogan Wall
G
Public Signage
H
Main Reception
J
History Wall
Break Room Signage
History Wall
Rock & Sand Benches
Reception Desk
Lighted Capsule Wall Atrium Beyond
Break Room Signage
Shionogi Inc. Headquarters Branding Integration
Lighted Capsule Wall
Aeropostale New Jersey Office Branding Integration
woven textile
warp + weft
Company Branding Plan
skewed warp + weft
Fabric and textile underpin Aeropostale’s engagement with the world. The organization’s purpose and mission center on design and commerce, but the underlying basis is fabric. Textile’s hidden components thread through Aeropostale’s every social and economic move, and their offices are conceived in architectural materials aligning with a scheme derived from textiles’ component framework. From ceiling grid, concrete stain pattern to millwork inlay to carry woven lines in the spaces.
Ceiling Grid Plan
Central conference rooms, floors four + five | woven grid carries through backlit walls, drywall reveals, flooring finishes
Satined Concrete Floor Pattern Plan
Aeropostale New Jersey Office Branding Integration
company value signage through floor cut
1/2” thick Clear Acrylic Glass Panel
Stainless Steel Bars 3/4ӯ S.S. Dot with Company Logo
Black Acrylic Letters
Matheson Tri-Gas Headquarters Branding Integration
Patent Wall
Patent Wall w/ specialty gas Branding Plan
Branding displays & lights w/ Specialty Gas
Company History Plaque
Other Branding Integration Elements
w w w. k i m m e r l e . c o m
264 South Street, Morristown, NJ 07960 37 W. 20 Street, New York City, NY 10011 1109 Mt. Kemble Ave, Harding Twp, NJ 07976
T. T. T.
973.538.8885 212.858.9512 973.538.8885